“I want to get on Oprah eventually, and we’ve been pitching The New York Times, who’s interested.”

Good news or game over?

I hear some version of this on a weekly basis from start-up founders. Sadly, most of them aren’t prepared for national media and do more harm than good with a premature (and non-strategic) jump into the spotlight. The New York Times doesn’t often do two major stories on a single company, so that first — and possibly only — appearance is what counts.

But what of lack of media attention? Indeed. There are two main media challenges:

How do you get media interest? Big media interest?

How do you ensure you’re prepared when a big opportunity presents itself?

In both cases, you chart a course and execute. In this post, I’ll show how I went from my first real TV exposure to appearing repeatedly as a guest on national TV shows. I’ll also share the exact e-mail pitch that led to a Wired feature, as well as recorded radio interviews.

Media coverage isn’t magic, and it need not depend on luck. It can be a step-by-step process…

Step 1 – Create a Reel

The time was mid-February, 2007. The 4-Hour Workweek was slated to publish on April 27th, and I had a problem: no one in television knew who I was, and I wanted to be on national TV for the launch.

The chicken-or-the-egg problem was simple: big TV doesn’t want you on until you’ve proven yourself on big TV. What to do?

I knew a few people directly involved with BALCO, and — as a sports nutrition company CEO at the time — I was in a qualified position to talk about drugs in sports. Digging into advanced excerpts of Game of Shadows (GOS), which was billed as a “drug-by-drug account” of high-level athletics, I formulated a simple and valid position: far from decreasing drug use, the book would end up serving as a how-to guide.

GOS was going to be published on March 1, 2007. The week before publication, I reached out to all local San Jose or bay area-based big networks. I called the switchboard or main number, requested “the newsroom,” and started the pitch, which was written out on paper in front of me and never lasted more than 20 seconds:

“My name is Tim Ferriss and I have a timely pitch for you. I work with professional athletes and… [establish credibility as CEO and someone with experience in drugs in sports]”

“Game of Shadows, about Barry Bonds and BALCO, comes out next week and it’s getting a lot of attention. Most of the world is viewing it as an exposé that will decrease drug use. They’re wrong. I can discuss why it will actually increase steroid and drug use.”

Most calls went to voicemail, a few people said they’d get back to me, and only one did: NBC 11 in San Jose.

But one is all it takes. The short NBC clip ended up being the social proof later needed to get me on The Today Show and others for The 4-Hour Workweek.

Remember: make it timely and controversial. “Controversial” doesn’t necessarily mean scandalous; it means a position that runs counter to the mainstream or expectations.

But does the “reel” only apply to TV?

Not at all. The same can be done for radio, which is a far easier sandbox to play in, as there are more players. I started with Lamont and Tonelli on KSJO 92.3 and a stunt for Fairtex kickboxing. I invited the hosts to a demo and encouraged their sidekick, Sully, to get in the ring and do some light sparring.

It was fun and had absolutely nothing to do with anything I’d do in media later. It didn’t matter. The producers of radio — just as in TV — simply want to know you’ll speak clearly, be entertaining, and not embarrass them. The subject matter doesn’t matter. On a higher level, they want to know: can you help design a fun segment?

I later parlayed this early radio, along with other random samples, into booking “radio satellite tours” with the help of Peter Marchese. “Radio satellite tours” entail sitting in a room with obscene quantities of coffee and doing back-to-back 10-30-minute radio interviews from 7am to 5pm with almost no space for even bathroom breaks. It’s batching at its efficient best… and punishing worst.

Here are four of my 20+ interviews, here listed in order from December 16, 2009. You’ll note that I launched the revised edition of The 4-Hour Workweek in the same week as I later launched The 4-Hour Body. It was a dress rehearsal for the big game, a dry run for understanding the dynamics and competition of the X-mas season.

Note the talking points (we’ll return to this) and examples, which I repeat ad nauseam with slightly different segues:

Step 2 – Know Your Subject: In Depth vs. Talking Points

To prepare for the NBC TV interview, I had to:

– First, visit a Borders and literally get on bended knee to beg for a copy of Game of Shadows the afternoon before release. The simple begging didn’t work. Several book chains had been shipped Harry Potter late as punishment for releasing a prior Potter before the mandated midnight release time. I finally offered, “What if I do headspins for you? I’m totally serious. Puleeeeease?” after which, I jumped into a breakdancing freeze on the floor. I’m not kidding. Pretty pathetic, but they laughed, relented, and went to the back storage room to get the book.

– Second, digest a 368-page book in one evening, which I did over espresso (limit: two singles per hour) and wine (limit one glass pinot noir per hour) at Santana Row in San Jose. Here is a one-page index from that session:

– Third, prepare main talking points and sound bites. This involved taking the above notes and observations (I had several other pages) and whittling them down to 3-6 major points I could convey in a total of 120 seconds, 20 seconds or so per point.

“Why is what I’m doing different or controversial?” (Answer: using new tools to scientifically test all of the myths and old wives’ tales on myself and others)

“Why is this timely and important?” (Answer: I’m part of a much larger trend; cite books and growth of Quantified Self, etc.)

“What are some actionable examples of counter-intuitive findings?” (Answers: 30g within 30 min of waking, replacing milk in coffee with cinnamon, etc.)

For the last group of actionable takeaways, I list them first, then number them in descending order of priority for inclusion. If these sound familiar, you’re right. They’re the same talking points I used in the above radio satellite clips.

NEVER assume you’ll get to cover everything you hope or rehearse. Media is unpredictable. I had to account for this in my recent appearance on The View, as just one example (notice we skipped over half of an entire table, as questions from Barbara required it). I didn’t get frazzled, as I had planned for this and prioritized my points, both mentally and logistically — the latter by ordering props on the tables.

Step 3 – Pitch Properly

Why is pitching step 3 instead of step 1?

Because it makes no sense to pitch until you have your prep (reel or sample clips) and basic positioning (timely and controversial angle with examples) in place.

Then, before you start spamming people with template emails, keep in mind: Thou shalt know thy media outlets. Don’t pitch the same thing — or something general — to niche outlets. It’s a waste of their time and yours. Know the magazine or program and customize.

Here is the actual pitch I used for Wired Magazine that ultimately led to the 4+-page feature entitled “Tim Ferriss Wants to Hack Your Body.” It lacks a self-intro, as I’d met this editor in person, an approach I always encourage, as e-mail is the most crowded channel.

Notice that I provide different options/ideas for different lengths:

Hi [Name],

OK, here are a few ideas. They’re in three categories:

1) Feature

2) Shorter 1-2 page piece

3) Book mention in Playlist

My preference if possible, no big surprise, would be 1, 2, and then 3. Here are the toplines:

1) Feature:

For Wired readers, being one myself and having been in the mag before, I think one of my chapters as an exclusive excerpt would be the least work for Wired and the best fit. It’s ready to go and would just need to be tightened for space. I’ve attached the latest version (sorry for the hand edits). Here are some headlines and toplines:

BLOOD HACKING: Creating the Perfect Fat-Loss Protoplasm

I implanted a medical device in my side that sampled interstitial glucose levels every 5 seconds. It’s used by cutting-edge Type 1 diabetics, but I used it to figure out which foods and meals would make me fat. I wore it 24/7 for weeks, including a trip through customs to Nicaragua. There some sweet graphics and nice how-to takeaways I can provide.

This would detail 5 or so of the coolest and craziest drugs and tools I used in my experiments over the last 3 years, ranging from the above medical device to stem cell growth factors, anabolic steroids, IGF-1, and more. I could write it or it could be a Q&A with me. Potential headlines/titles:

BECOMING SUPERHUMAN: Drugs and Gadgets to Make You a Mutant

Gadgets and Tools for Becoming Superhuman [this one would omit drugs]

BECOMING SUPERHUMAN: An Interview with Human Guinea Pig Tim Ferriss

3) Mention in Playlist — Pretty straightforward here. Just a book mention and little blurb.

Look forward to your thoughts, [name]. Wired is a great place to break this one.

Cheers,

Tim

###

Afterword: Is this type of media how-to of interest? If so, I’ll do a “Part 2” continuation of this post and talk about media training and other little-known aspects of the game. In the meantime, please find my most recent Dr. Oz clips below.

Related and Recommended

The Tim Ferriss Showis one of the most popular podcasts in the world with over 500 million downloads. It has been selected for "Best of Apple Podcasts" three times, it is often the #1 interview podcast across all of Apple Podcasts, and it's been ranked #1 out of 400,000+ podcasts on many occasions. To listen to any of the past episodes for free, check out this page.

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be — cool. Critical is fine, but if you’re rude, we’ll delete your stuff. Please do not put your URL in the comment text and please use your PERSONAL name or initials and not your business name, as the latter comes off like spam. Have fun and thanks for adding to the conversation! (Thanks to Brian Oberkirch for the inspiration.)

207 Replies to “From First TV to Dr. Oz – How to Get Local Media…Then National Media”

This was great. I particulary got inspired by the way to get national attention in a short period of time. I am struggling to get my product in the right hands. It is a great viral media delivery system created for newtworks or inclusive users. It can be viral and when tested has been very powerful. It is hard it seems to show how my player is out of browser and offers full control to the professional content gerneator. Just discovered this blog and Tim Ferris. hoping to figure out what I am doing wrong. Experts are telling us we have lightening in a bottle. I am still trying everything to get the word out and to no avail. Thanks! Gene

Tim, you kick ass. I have been working on getting local coverage since I’ve moved to Florida. It’s been a slow, but steady climb. I eventually would love to get onto national media, but I don’t feel I am ready YET.

I now know what I need to do to prepare so that I will be ready when the time is right.

Thanks for always sharing so much value.

By the way, I’m 3 weeks into doing kettlebell swings and minimalist workouts. I feel great and have noticed an increase in lifting weights. I’m working on sculpting the perfect posterior. Your book is the shit.

Such a timely post. You said above: “I’m part of a much larger trend…” I’d agree, as I run an “Experimental Fitness” club at my college. I will certainly borrow from your (and others’) marketing ploys to promote my club, looking forward to part deux.

Maybe off topic for this post, but my exercise science director is very skeptical of your claims. I (mostly) trust you, but I wanted to have some fun, so I’m organizing an independent study, in tandem with my club, to test your claims in the Damage Control, Geek to Freak, and Effortless Superhuman experiments. I’ll try not to kill myself.

That said, if you have any more details about what to track or *how* to track the data, such details would improve the outcome of my indy study and I would greatly appreciate it. I’ve been tracking workouts since age 16 and nutrition for the past year or so, but I’m still not very good at data collection or crunching. Maybe this topic warrants a blog post in itself?

I plan on crafting a paper discussing my findings at the end of spring quarter, and I could certainly link to it on the blog for 4HB community to review. Hopefully I won’t expose you as a fraud, but I can’t guarantee anything. I’m very skeptical of the Damage Control and Superhuman chapters, but we shall see how the indy study goes.

Thanks Tim! I have been super curious about this nugget of information to get my language stories covered in the media. I’ve been asking a few people in the media how I should approach this, but their replies were not so useful. The best thing is to see someone with experience say what they did. Thanks! 🙂

in your video from dr oz, i noticed you had like a rash or red spot on your neck, do you recall, what that was, I have been taking PAGG, Huperzine A, Vitamin D-3 for about 3 weeks and have broken out with little red spots all over the place, no pain, itching, or burning, just red spots, doc told me to stop taking the supplements, so i am trying that, I have lost a total of 10 lbs in 3 weeks, just with cold showers that blow my mind, and eating within 30min to 1 hour of waking and have been hitting the gym 3 times a week, you replied to my comment before I was the 390lb guy who my dr. keeps pushing gastric bypass onto and denied me a DEXA scan, just slapped a number of 55 bmi on me. ruined my day. just wondering if you broke out from any of the supplements you were taking. also if you do a documentary you can use me, I will be your guinea pig.

This is a great post! I really like the step-by-step approach that you described for getting media coverage in various venues. It is very interesting how you can start with just a few contacts and then make it big. Thanks, Brandon

I worked in radio and television for over 10 years and all I can say is this:

-The emails and faxes can often be relentless coming in about “getting on” a show or TV, but namely many are from national syndicates/agencies and are merely being blasted out. Phone calls work best and yes, just call the main number and ask for the newsroom, or find the newsroom number and call it. You’ll at worst get voicemail, at best get better information on either who to talk to or when to call back. If they just spit an email to said news “talent” ask for their extension as well to try and get them at their desk.

-Unless you have something to offer that’s news-worthy (“now”), or your expertise can be of benefit to being a regular “sound bite” for stories you won’t get far (if you do get in with a reporter for a story, keep in touch because they can use you again at some point).

-If you get on, as Tim says, you MUST be short and to the point. Ramblings may get you cut off or not allow you to say as much as you would like or hope to.

The world’s best guinea pig indeed. Should have known you had a system for media coverage too! I’ll keep it in mind if I ever get to that point. Great info, that is the first and last time in my life I have ever watched the view!

Simply amazing Tim!! I’ve been a fan since my business teacher had us read your book 4HWW for class… I have to now get my hands on 4HB; I’d say since you’ve officially reached Dr. Oz, you’re LEGIT!! Thanks for the advice on your blog!

Hey Tim! Awesome piece! I’m in chiropractic school right now and have been doing self experiments with everything from clearing my acne to weight lifting to dissolving gallstones… If you ever want a subject that has a scientific background and good feedback I’m your guy! I look forward to meeting you one of these days!

Also why didn’t you get chiropractic treatment for your shoulder? If it were me I’d check your ct (cervical thoracic) junction..I bet it’s locked up. I’d want to see your gait which oftens times leads to instablitity and hypertonicity in your shoulders (I reversed my old baseball injuries correcting my feet.. Crazy!?) and I’d also look at serratus anterior. It’s prob inhibited and causing instability in your scap which oftens shows up in all shoulder injuries. O and one last thing make sure your using your diaphragm to recruit proper breathing muscles instead of relying on tertiary breathing muscles like ur scalenes, scm, and trap..that can lock down your neck..and the number one rule of joints is if they don’t move they degenerate. I wonder If that could contribute to helping you feel less pain without drug intervention!!

Hope all is well Tim and if there’s anything you need shoot me an email!

Tim, I think it’s awesome how transparent you are and the tremendous value your books and blog provide. You’re basically posting cheats/hacks/tips to do stuff and breakdown things that seem “big and scary”. Awesome!

It’s kind of the opposite your earlier book title proposed. It’s not the four hour workweek then, it’s working only four hours per week for other people! In a way back to where we where in the days of agriculture, where everyone just worked for themselves. You really are up for survival!

Very impressive how dedicated you are, and thank you for sharing this part of your rise, good learning.

Great work, I think your “niche” was very difficult to break into…I’m completely blown away by your ability to see the trends and take advantage of them. I know most people would say it is luck, but I know it is a ridiculous amount of thought and preparation.

Since I cracked the 4HWW exactly 2 years ago, my life has changed completely. Suffice it to say, I’m comfortable in my little niche, and look forward to using the above techniques to gain some publicity.

I have had great success with ‘riding on the back of an existing news story’.

So many people think they need to come up with a completely unique hook or story idea.. but some of the easiest and most effective PR is when you just take a position, offer come unique commentary or tie your story into something that’s already hot.

This is a criticism and I hope you don’t find it rude. I’ve noted something with your many exploits, your blog and now in this posting. After reading your first book I have become very disappointed in you. I have realized you do not have integrity, whether it’s immorally entering in fighting competitions (picking on someone smaller than you), having guest bloggers for things you don’t believe (but will generate traffic)… again I see in this post how you sold your integrity for money… I thought you were onto something with 4HWW but since then I’ve only seen a lack of self… someone who has lost their character and will do anything for money.

I have no idea what you’re referring to, but I’m sorry you feel that way. Please feel free to ignore this blog from now on. There are plenty of blogs out there to choose from. For design, for example, NotCot is outstanding.

I never would have even thought about going local with TV and Radio, very good advice and model you put out bud.

As far as the guy with the comment above? I have no idea what he’s talking about either man. All the best of luck to him though!

I’ll definitely be checking out your 4 Hour Work Week. I watched that video at the top and it psyched me out. I know I can’t throw my link right here but I just started blogging and I’m from Central Caifornia (The Valley) and any feedback on my stuff would be much appreciated! Thanks again for the post brotha!

This is a criticism and I hope you don’t find it rude at all as I mean it in the nicest way possible…You Suck! There is no redeeming characteristic or personality trait that you possess. This is very constructive criticism for you to contemplate!”

Now why would you find that rude? My biggest gripe with the haters is the crippling literalism that so many suffer from. It’s like you could show someone how to spend 4 times as much time with their family by dreamlining/remote working/etc while getting 4 times as much done at work skipping interruptions/automation and the only thing the literalist would ask is…”Does it take more than 4 fours a week?” That drives me absolutely crazy.

Dude, I know how easy it is to despise Tim for his success. It has a lot do with getting hooked on the idea that self help books will save you, and when they don’t, you turn on their authors. But with Tim especially, it seems as if he’s mastered every part of life that you are failing at (me included). At that point its easy to point out would-be flaws. Yet Tim’s been involved with more than a few charities, and what I see is an all-around nice guy who’s working the other 36 hours of the week to teach people everything he knows for free.

I think that you need to take the drugs in the doses being prescribed to you, or go to another doctor.

When I tell people about Tim Ferriss, I say he’s a smart ass but he’s really smart. The worst is the story about becoming a kickboxing champion where he played the rules to his advantage in what I saw as somewhat dickish ways.

However, observing (on video) his hard work in learning to do archery from horseback in Japan and the way he responds to the community on this blog more than makes up for that occasional dickishness. He obviously enjoys learning and sharing what he learns more than just about anything else.

I’m on the library waiting list for 4HB, which is very long, but I can wait.

These strategies may not be something we can apply universally, but there are some very helpful insights and important principles on offer here. It’s great that you are willing to offer up the true inner workings of your public relations campaign. It’s refreshing to read an autobiographical account over the typical ‘how to’ blogs out there.

I noticed the same thing as Ken. At this point I have watched way too many of your videos (I need something to do during all of my inaction starting a business right?) and I thought this was by far the most comfortable a personable you have looked. Maybe Dr. Oz was easier to work with then Babs was, or maybe you just had enough time to speak here. Regardless, it was well done. Dr. Oz made some of your theories easier for the public to swallow for sure.

Side note: I have been doing the diet for a couple of weeks. Considering I was a pretty healty eater before and not fat, the fact that I have lost 5 lbs is pretty awesome. My bing days so far have been more of just eating what I want rather than eating till I explode. Is that good enough?

Tim, first off I love your tact in dealing with haters. I have defended 4HWW against the freaking weirdest attacks.

This post was awesome and I’d love to hear more about “hacking the media vault.” Maybe not hitting prime time, but how we can hit #1 in our niche.

I loved the advice on contacting celebrities in 4HWW and I’m working out a deal to co-author 3 books with the #1 guy in my professional field due to your fearless approach. Let’s just say during my lunch with this guy last week, he referenced how later in the week he was meeting with Canada’s Prime Minister at the same table. Thanks so much for being my #1online mentor.

Really good info and I’d love to read a part two. I’ve done both radio and TV before, but will change up my approach the next time with a few of these ideas. The best tip is being agile and not knowing what they’re going to throw at you — happens every time.

Glad you also talked about that “little jump” during The View when she literally dragged you away from that table. That disappointed me a bit because I wanted to hear you explain about everything which was on that table… of course, I can understand she had time restraints, but still. Anyway — you dealt with it really smoothly. I think that’s a level of sang froid we should all attempt to achieve. Bravo!

Wow…Great post Tim, thank you again, and to the gentleman that criticized you…well, not much to say, everyone is entitled to their opinion and you are where I hope to be someday and truthfully it does take effort not to be envious especially when one feels they may have tried hard for a long time and not had a break or a great idea. No one said life was fair.

I am looking to figure out when I should go about doing the satellite tours for radio now that I have built up a feasible amount of media experience in regards to a book I am working on. Obviously I would emulate what you have done here, but I don’t believe you mentioned exactly when you went about with such tours.

So again, my question is – the day before book launch, the day of launch, the day after launch or? When is the best time? Forgive me if I missed it.

Id like to thank you for sending me a copy of Four Hour Body since I had contributed some research. I hoped that I could have been able to work with you but it wasn’t so. Im starting on the slow carb diet and trying about anything and everything that you suggest in the book (within reason and with caution of course 🙂 ). I was on a paleo diet and my health seemed to decline some, ive been taking better care of my health and even took your book in to the doctor. I had a blood test done to get some things checked out, and about everything came back fine.

My doctor was very interested in your book and even wrote down the title and author of the book and will probably buy it in the near future. Your previous book “The Four Hour Work Week” changed my life in a lot of ways, and I can foresee into the future that “Four Hour Body” will change my life as well. Its given me renewed hope and vigor that I can and will lose my weight finally and keep it off.

I hope I can meet you someday and be able to accomplish at least some of what you’ve done in your lifetime.

Loved the parts with you on Dr Oz as well. I missed the last part when I dvr’d it as there was a breaking news interrupt on the local channel news. Thanks for including links so I could watch the rest 🙂

I would love to know if you have taken any type of speed reading course and whether those type of course are useful in order to absorb the vast amount of knowledge out there. Any courses you would recommend on becoming faster at reading? How long it would take to get pretty good at it? Being able to read a book in one sitting must mean that you are somewhat adept at it.

Enjoyed your recent appearances. Randomly caught Dr. Oz when I was taking a friend in for a minor surgery (and it was on at the hospital). Funny.

Having a show, I receive a hundred pitches a week for folks wanting to come on (and I’m honored), but one key (that you mentioned) is make it personal. And I know I would rather here from *you* than a publicist.

I’m a media trainer based in New York. (You and I met at an NSA convention.)

Here are a few more points that could help your readers.

Another key component is practice. You’ve probably done more interviews in the last few days than most people do in a year. You’ve gotten plenty of practice, but the average person should practice with a video camera so they can see themselves objectively.

Usually what people notice is that their energy level seems lower. This is because TV (video) is a cooling medium. Just bringing the energy up a little is an easy fix.

Last point… A Call To Action is an important component for people who want to create sales, sign-ups, whatever they are after. I’m not just talking about a plug. I’m talking about saying things like “You owe it to yourself to get educated on this if you are going to make real change. I encourage and challenge people to take this step. It’s easier than you think.”

Good luck with the new book. I’ve bought copies of the last one for many friends.

Tim- You deserve credit friend… You are creating a “blueprint” for folks to aspire to, and you remain quite humble… Keep Pressing… I am waiting for the book “4 Hour Parent” or “4 Hours Husband” (LOL) Best to ALL, Brian-

Yes, please do a part 2. This is very helpful. I want to get my wife onto Spanish language radio & TV in Miami for the launch of her new hair care products in a few weeks. I never would have thought it was possible and affordable until I read the 4HWW and these extra details help us out at just the right time.

Tim – I know you have been inundated with 4 hour body follow up questions however the folks that we have running the program have a recurring question (its nature will perhaps give an insight as to the type of crowd we are dealing with):

Alcohol consumption – particularly spirits (80 proof and above) – we are of course aware of the numerous physiological consequences of excessive use. The question that keeps popping up is its effect on blood sugar and fat loss. One member rightly pointed out that excessive use can lead to fat build-up around the liver, but what about overall blood sugar and fat loss?

Just wondering if you had some insight from your numerous experiments…

in answer to your afterword, this kind of media how-to is incredibly useful. I’ve sent my share of unanswered pitch letters recently, and though I’m reading up on copywriting techniques, it’s rare to see a full copy of a real, successful pitch.

Your way to look at controversial is not adversarial. Something I have always associated with this word. The idea of finding something that makes people stand up and take notice is great. Coming up with the idea that the story of a persons death and how they did it can cause others to copycat the exact same steps. It is a great idea. it went away from what others were focusing at the time back in 2007.

I want to try and figure out how to move this along to a question I hope you will let me ask here?

I am looking for controversial techniques aimed to improve a persons chances of getting hired in interview process.

( dont like the word job to me it means Just Over Broke).

I teach people how to use acting skills in the interview process and gain employment . Mainly I want to teach them how to communicate integrity. Are there any readers or yourself who know of some different ways to approach an employment interview that got you or someone you know their current of past position?

Again being controversial on this blog and asking for help is what i intended while writing this posting. Any comments are appreciated.

I loved reading the 4HB and will leave an excellent review for you on Amazon today. I am scheduled to have spectracell testing done this week and regularly do air squats before and after I eat large meals. I feel more confident in my ability to do self-experiments as a result of your book.

1) The way you responded to that critic by suggesting he check out NOTCOT instead? Brilliant 🙂

2) I sell a product online, and often get -ve comments. Today I got one for example which just said “shit shit shit”. Not kidding. I used to get upset. Now I just console myself by thinking if Tim (who provides one of the best value for money and some of the best researched books with tons of ongoing extras) can’t please everyone, than I shouldn’t even try.

OMG — that video is golden. It’s so important to know your host and prepare accordingly. Do your homework. I’ve heard, for example, that Steve will gladly do multiple takes of interviews to get the funniest outcome.

Amy did a great job. He’s challenging, as you job is — partially — to play the straight man or foil. It’s important to let Stephen be the funniest one at the table.

As a radio producer (occasionally contributing to national shows) I just want to thank you for emphasizing that potential guests target the specific show or publication and prove that they know the audience before sending out an impersonal PR blast.

For those inspired to start pitching to media outlets: Remember, we don’t create media content to sell your product—we create content to serve our audience. If you have something specific and valuable to offer (in my case, a compelling personal story) and you emphasize that value to the audience, then we’ll have incentive to share your story.

I’m not sure if this has been covered yet, but I was wondering if the same neck ice-pack technique used for fat loss is also effective for testosterone boosting and sleep-aiding purposes as well.

Also, as a word of caution to everyone… A zero degree F icepack feels relatively the same on your bare neck as a 30 degree F icepack… except the 0 degree icepack will literally freeze your skin tissue solid within 5 or 10 minutes. Don’t be a dumbass like me.

This article brings me to the public speaking topic. I remember I froze myself to death when I was doing an interview in front of the camera for university. It would be awesome if you included some tips on how to feel relaxed when speaking in front of large audience.

Something to consider is why you have the scar? Scars remind us of past traumas or in the case of many plastic surgeries low self esteem. So, if you can, get in touch emotionally with why it’s there and breathe in and out deeply (from the diaphragm.) One technique you can try if the scar is reachable wiggle it with one hand and tap your head and then your heart while breathing deep.

This is some great information, I’m currently an author and I’m paid for pr reps that charged more than they even brought to the table. You are reinventing the stage for authors, in the way they need to market their products. You are the new Steve Jobs of book marketing.

Yes, Part II of gaining media coverage would be great. I gather tools and instruction useful to helping get my wife’s family therapy practice up and running and this is valuable in that regard. She’s started developing ideas for doing free work (e.g., seminars and workshops she can advertise) that will gain both clients and name recognition, but based on your steps, I believe there are several options with our city’s non-profit organizations and university I think could be her “GOS.” Thanks, Caleb

But seriously, good tips here. Pitching in person, or by phone if you can’t be there physically, is important. Email gets drowned.

Other than that, having experienced a few interviews on radio and on paper (some pretty much failed because I didn’t know what I learned), I’ve always set out to have three things I want to say on the subject at hand — somewhat like your post on public speaking.

First of all, you probably won’t have time for more, and secondly and more important, anything more than that is probably not important, even though you might think it is massively important yourselves. Just get over being full of yourself, the rest of the world won’t like it.

Even if you get time for more, it would probably be a good idea to simply go in detail unless there are very specific questions you need to answer, as you’ll end up being off message and fragmented.

@Caleb, doing the free work helps with exposure too. I’ve been getting a lot of attention by just doing what I do make lotions and potions in front of people. I did an internet TV segment for Supreme Master TV after a small presentation to a vegetarian group. The local paper wants to do an interview, because I’m doing a timely topic of making your own body paints and edible massage oils just in time for Valentine’s Day. Everyone I run into in town (I moved to a new city 6 months ago) recognizes at least my company name.The added bonus is you become super confident talking to people and much better able to handle mistakes…and haters.

@Tim thanks for all help via 4hww. With 4hb the eat before bed made the biggest difference in sleep for me, because I routinely skip dinner. Most of my calories I take in before noon. I’m trying to choke down 30 g of protein, but it’s not gonna happen, so I’ll happily take my slower progress in exchange for not regurgitating.

Not related to hacking the media, but Tim mentions drinking espresso and pinot noir. I want to try this, but red wine gives me the worst headaches, even after just one glass. Unlike a normal hangover, the headaches start immediately and can last for 2 days (again after just 1 or 2 glasses.) I’ve tried cabernet sauvignon, merlot, pinot noir, all with the same result. It’s a shame because I love the taste and I love feeling classy and sipping wine. But it’s literally not worth the headache.

Congrats! I couldn’t be happier for you. I feel proud, like you’re one of my good buddies that pulled off something great.

My wife and I are kicking ass on the “Slow Carb” and are going to hit are target with room to spare. (Documented Pics and videos are available if you’re interested… Sorry me only.)

I was a bit surprised of the wardrobe choice for the Dr. OZ show. I loved that you didn’t wear a collared shirt but “dark on dark” AND “over sized” just seemed to be mainstream suicide. With you being a Cat that “Tests” everything, I was Shocked at the choice. Perhaps, it was the in-house stylist that picked it for you… but I think not.

Listen, if you’re in need of a stylist feel free to call on me. Your cost would be the info I could pick out of your brain during our time together.

Again, thank you for deconstructing all of this for us… I hope to put it to use some day soon.

I’ve got a question about the slow carb diet, and to be exact about the source of protein.

I know seafood (shrimp, octopus, etc.) is high in protein and low in carbs, but you didn’t mention it in your book/posts, so I was wondering if you didn’t mention it for a reason. So to get to the point – is seafood okay for the slow-carb diet?

I looked for a similar question in the comments/Q&A’s and couldn’t find any answers.

FYI to others who might have panicked like I did when reading Tim’s comment about laying off tuna. A 7oz can of tuna has been my lunch for my first week of slow carb (also periodically before now) and I’d heard the mercury line before. Hearing it from Tim was the first I’d worried about it. Particularly given the part in 4HB about iron retention & juice. Of course I’m not drinking any until my first hedo day, but anyway…

Fortunately, not all tuna is created equal. I eat canned “chunk light tuna” and the EPA apparently classifies this as low in mercury along with shrimp, salmon, pollock, and catfish. Albacore seems to be the bigger deal. Whew! (Swordfish is definitely bad news, though).

The end of the Dr. Oz segment was hilarious! I’ve never seen him before (I live in the UK) but I was very impressed by how educated and ‘against the grain’ his approach is. He genuinely seems to love the book, and you!

Great advice as usual. I’m finding it hard to break through the barrier of anxiety when it comes to pitching my ideas, more so to individuals I view in a position of power i.e. investors & media types. However, With due time and practice I know I’ll get over it.

Btw, still wondering how I can book you for an event at Columbia Uni. Any chance I’ll get a response on that soon? Fortune favors the bold… 🙂